Customer Communications Group: 5 Ways Banks Can Build Loyalty with Social Media

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Loyalty Marketing agency shares five ways that financial services marketers can use social media and content marketing to build loyalty and sales.

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Social media can absolutely catapult content for financial institutions.

Customer Communications Group, (CCG) the full-service loyalty and marketing agency, shares five ways that financial services marketers can use social media and content marketing to build loyalty and sales.

“Social media can absolutely catapult content for financial institutions,” said Greg Sultan, Customer Communications Group senior vice president. “Like when Michigan’s Bank of Ann Arbor sent out a clever tweet about rival Ohio State University and garnered 4 million impressions, more than 1,700 re-Tweets and national media attention. Here are five ways that financial services marketers can make sure their social messages that get shared.”

1: Evoke Emotion
One reason the Bank of Ann Arbor’s Tweet resonated was that it evoked emotion — a little rivalry, a little humor – positive emotions that are proven to be more popular.

  •     Takeaway: It’s not about jokes, it’s about presenting messages in a way that entertains, engages and leaves people feeling good.

2: Deliver Answers
Customers rely on financial institutions for answers to their financial questions and concerns. Social media presents a great channel for distributing that information in easy-to-read, highly shareable formats.

  •     Takeaway: Interviewing tellers, loan officers and customers themselves can uncover frequently asked questions and concerns that can be addressed in content marketing, including checklists, videos, infographics, blog posts and Twitter chats.

3: Fun & Philanthropy
The "Ice Bucket Challenge" raised $15.6 million for the ALS (amyotrophic lateral sclerosis) Association. Why did it work? It appealed to both fun and people’s desire to do good.

  •     Takeaway: Consider your bank’s charitable partners, and consider activities that would support the cause while being fun and easy for customers to share on social sites.

4: Add Images
On Facebook, posts with images get 53 percent more likes than posts without images.

  •     Takeaway: Photos, graphics and videos capture attention and encourage sharing for financial institutions, too. Like a happy family with their new vehicle to support a post related to auto purchases? Or a how-to video on calculating home equity. Or an infographic highlighting stats related to student loans.

5: Crowdsource Content
Over the years, TED Talk videos have grown in popularity due to social media sharing by regular people -- all of it stemming from crowdsourcing, a route that financial services marketers can take as well.

  •     Takeaway: Use customer ideas and stories to generate share-worthy content, like sharing customer success stories on your social sites. Ask for customer input on upcoming services and post it on the site; those people will be much more likely to share it with their own networks.

Find out many other content marketing tips and strategies that build loyalty and boost the bottom line, read CCG’s Guide to Content Marketing. And keep the lessons coming, sign up here to receive CCG’s newsletter.

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Jim McNulty
StandPoint Public Relations
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